10 Questions with ... James C. Shaffer

NAME:James C. Shaffer TITLE:Owner COMPANY:Emotional Syphon Recordings BORN:Los Angeles, CA RAISED:Bakersfield

BRIEF CAREER SYNOPSIS:

Guitarist for Korn, and label owner.

LAST NON-INDUSTRY JOB:

Furniture mover

FIRST RECORD EVER PURCHASED:

Van Halen - Van Halen

FIRST CONCERT:

Ted Nugent

FAVORITE BAND OF ALL-TIME:

Black Sabbath

1. What got you interested in the record business?

I have come across many talented friends and acquaintances throughout my career who don't fit the "major label" model but however, create unbelievably amazing and interesting art. I really wanted to create an opportunity and avenue for these artists to be heard.

2. What is your goal as a record label?

My goal is to give back to the music industry what it has given me while taking some risks and building a roster of eclectic, unique and innovative artists and to provide the vehicle to get music like this out.

3. You signed one of my favorite new records of 2007, Monster In The Machine. What inspired you to sign this band?

Shannon Crawford has been a friend of mine for many years. He was the singer for a band called Cellophane. He is also a superior painter and fine artist -- he is talented on so many levels. When he decided to get back in to music after the breakup of Cellophane and a hiatus from the music industry, I was completely behind him. After hearing the music he had written as a demo, I was completely blown away and told him, "That's it, I HAVE to start a label, I'm putting this out!"

4. Tell us about what else we can expect from Emotional Syphon Recordings in 2007?

We are putting out two records in 2007: Droid and Monster In The Machine. We will be focusing on these two releases to make sure they get all the attention they deserve. You will hear a lot about these artists throughout 2007 and well into 2008. In addition, we will continue to develop EMOTIONAL SYPHON RECORINDGS as a true artist's label, run by artists for true artists.

5. What path will your label take to increase exposure on artists outside of traditional radio promotion?

What path won't we take is an easier question. We have so many different opportunities to market bands these days. I like to say I'm big on touring and grass roots marketing because out of strengthening your fan base, a band is able to support itself financially through the rise of guarantees and merchandise sales, but of course with the internet being a highway in to people's living rooms, we can't ignore that online marketing it is just as important as print ads & street marketing these days. So everything I've mentioned in addition to working extremely close with the bands and management and listening to everyone's ideas, putting together unique, specific marketing plans geared towards each artist individually.

6. How do you handle day-to-day operations while you are out on tour with Korn?

I have an infrastructure in place with my point person for the label that has allowed me to run the label from anywhere in the world really. Technology allows that these days!

7. What is your biggest challenge running a label?

Well, I love a challenge. So the biggest challenge for me has turned in to an opportunity actually, to learn much more of the "other side" of the music industry that I have not had to be a part of while maintaining an artist perspective.

8. How did you come up with that very cool company logo?

I really wanted something that represented how I felt about my vision. I think the heart represents the passion I have for this, so I told my designer to take a heart and design something cool and that's what we came up with.

9. Who are your mentors?

I would have to say, my manager, Jeff Kwantinez and my mother.

10. What would surprise people most about you?

That I'm a family man and that I don't smoke, drink, or do any drugs!

What are your hobbies?

I love to ride dirt bikes.